Why My Unique Approach Builds Effective Sports Partnerships

This is why working with me is different. Not only different but also achieves a more effective sports partnership.

1. I rarely work on a retained basis by any sports rights holder but prefer to have a working relation with a select group of rights holders where we have an agreement for me to seek out a new partner from an agreed business sector and agreed list of organisations/brands.

This way of working ensures I can maintain a degree of independence and what is crucial for me is that I am always focused on creating the most effective long-term partnership for both the sports rights holder and the organisation/brand.

2. My passion for sports and for business & marketing are then combined to give me the ability to use both of my passions & experience to create a long-term partnership that really does provide a ‘win win’ scenario – for both parties and for me too.

I have come across agents who ‘pretend’ to represent an organisation or brand and sell the idea that ‘their client’ is actively looking for a new sports partnership with a sports right’s holder such as a football club. When or if the football club show an interest in the potential new sponsor, the agent then approaches the organisation or brand and tries to sell them the opportunity with the rights holder. This to me is dishonest and certainly does not allow the agent to be independent and focussed on the effectiveness of the long-term partnership.

The agent in this scenario just takes a finder’s fee and leaves the rest of the negotiations with the two parties.

3. My work starts with the sports rights holder, and we create a strategy and action plan and then move forward from this point. I normally do all of the early-stage work without too much involvement of the sports rights holder but as soon as the potential sponsor shows genuine desire and has the budget etc, I manage the introductions. My work then continues as I work with both parties to try and reach an agreement where I believe the partnership will be effective and deliver a very positive ROI – that ‘win win’ scenario.

I am not an activation agency, but I stay onboard through to legal contracts, launch plans and then reviews including renewals.

Over the many years of working in this way, I have been able to create some very long and effective sports partnerships – across a wide range of sports and across the globe – either global partnerships or ones focused on one region of the world.

If this way of working strikes a chord for you, please let me know and let’s connect for a free discovery call.

Contact :

Kevan@bakerinternational.net